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Client:Perkins Coie
Campaign:
National Ads
Title:
"Great Companies"
Objective: Perkins Coie is the largest, most respected law firm in the Northwest. It has offices around the U.S. and in Asia. Our job was to help extend Perkins Coie's national brand awareness, and particularly to other cities in the U.S. in which it has practices.
Challenge: Avoid myopic, arrogant, and dull advertising typical of large law firms.
Solution: The "People Who Make Great Companies Work" campaign showcases Perkins Coie's blue chip client roster of "Great Companies," such as Athena Partners, craigslist, Getty Images, REI and the Seattle Mariners. Rather than profiling typical corporate executives, however, this campaign is articulated in a different way. We use people behind the scenes who have interesting jobs vital to their companies' essence and success. Elegant and dramatic photography illuminates our ad subjects in their work environments.
Results: This campaign is running in business and legal publications throughout the U.S. and has won several creative awards. More significantly, Perkins Coie has extended the theme into the company's primary brand position, "Perkins Coie, Legal Counsel to Great Companies." The firm's clients have also enjoyed the residual benefits of positive exposure.
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